Examining the Impact of Omni-Channel Shopping on Contact Interactivity and Customer Engagement: A Comprehensive Scholarly Review

Abstract

The rapid digitalization of the retail industry has created significant shifts in consumer buying behavior. This study empirically examines the impact of omni-channel shopping on contact interactivity and customer engagement in the Pakistani retail context. Using data gathered from 300 respondents through Google Forms and face-to-face surveys, the research applies descriptive and regression analysis to assess the relationships between the constructs. Results reveal that omni-channel shopping significantly enhances contact interactivity and has a direct and positive effect on customer engagement. Furthermore, contact interactivity mediates the relationship between omni-channel shopping and customer engagement, indicating that interactive contact points strengthen engagement outcomes. These findings provide valuable implications for practitioners aiming to improve customer retention and loyalty in digital retail environments and contribute to the literature by highlighting the importance of interactive communication in omni-channel settings.